Philips Report

Philips Media Report

Garment care / Fashion: August – December

- UK National and Consumer Press

- Online Exposure

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Overview• The total number of media items sourced on all the brands

during the period was 77 of which over three-quartered were online

• Philips were featured in 42 (55% of the sample) of these; featuring in the UK press (6 articles) and online sources (36 items)

• The only other firm to be featured in the press was Morphy Richards (7 items)

• Laurastar received 385,000 opportunities-to-see • Morphy Richards received 23,120,000 opportunities-to-see• Philips exposure received 11,860,000 opportunities-to-see• Tefal received 1,469,000 opportunities-to-see

Cont.


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Overview

• The most frequently featured message for Philips associated them with ‘fashion’ (10 times) which partly resulted from their work on the Lumalive project

• Philips were also featured in association with messages relevant to ‘garment care’ (6 times), ‘designer clothes’ (6 times) and London Fashion Week (1 time)

• All the other manufacturers only had their coverage feature the ‘garment care’ message

• Advertising value equivalent for the coverage equates to €579 for Laurastar, €12,040 for Morphy Richards, €30,231 for Philips and €2,364 for Tefal


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...and LondonFashion Week

0 0 1 0

...and designerclothes

0 0 6 0

...and GarmentCare

2 7 6 3

...and Fashion 0 0 10 0

LaurastarMorphy

RichardsPhilips Tefal

MessagesPhilips was the only iron manufacturer to receive coverage on a selection of messages. The large number of ‘fashion’ references resulted from the Lumalive exposure.

The Tefal coverage entirely resulted from the online sources, with the majority being from customer reviews. Of the designated messages only garment care featured.

The Laurastar coverage featured within customer reviews on two retail websites. These clips were in reference to the products abilities to iron clothes.

Morphy Richards coverage featured the garment care message, without reference to any other message.


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National Press 0 6 2 0

LifestylePublications

0 0 3 0

LifestylePublications

0 0 3 0

WomensPublications

0 1 0 0

Online CustomerReviews

2 15 10 10

Online News Stories 0 0 26 2

LaurastarMorphy


Media Groups

Philips also received national press coverage in The Independent where two relevant products were featured within a review of the 50 best home appliances.

Tefal’s coverage entirely resulted from online coverage and then mostly in the form of customer reviews on retail websites.

Morphy Richards received the most national press coverage resulting from two items of coverage in the Daily Mail and an item in the Mirror


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25

August Septeber October November December

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Laurastar

Morphy Richards

Philips

Tefal

TimelineMorphy Richards irons were featured in three national newspapers in September

Laruastar coverage entirely resulted from customer reviews on retail websites

Philips launch of the Lumalive project raised awareness, particularly within the online environment


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AVE

The Morphy Richards item in the high-value Daily Mail and the Mirror almost entirely accounted for the high audience figure.

Philips had the greatest PR value for their coverage. One of the higher value items was the positive feature on the Lumalive technology on the Washington Post Website.

OTS


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1.5

0

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Audience (millions) 0.4 23 12 1.5

LaurastarMorphy


Supplementary Metrics

€ 0

€ 10,000

€ 20,000

€ 30,000

AVE € 579 12,040 30,231 2,364

LaurastarMorphy


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Photographic Branding

The press and online clips often featured one or more photographs of the product. Over the sample period this is a graphical representation of the number of times a clip featured a relevant photo.

25

9

0

10

20

30

Photos used 2 19 25 9

LaurastarMorphy



These percent figures indicate the proportional use of photography within the whole sample collected on the manufacturer

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Positive 2 9 10 5

Neutral 0 0 0 2

Negative 0 6 2 2

LaurastarMorphy


Customer ReviewsA selection of UK based retail websites where sampled for references to the iron manufacturers within the customer reviews. These sites included amazon.co.uk, dooyoo.co.uk, ciao.co.uk and kelkoo.co.uk.

Tefel was the only manufacturer to receive neutral customer reviews

Philips iron products were most likely to be featured in a positive context

Morphy Richards iron products received the largest number of negative product reviews

Both of the Laurastar references were positive customer reviews for their Magic Evolution and I-S5 irons


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Customer Reviews (Cont)This is a selection of comments from customers featured within the retail websites

Laurastar

Morphy Richards

Philips

Tefal

‘Without compromise’ (Magic Evolution)

‘Disappointed at erratic operation and weight’ (40715)

‘Great performance and easy to use’ (40659)

‘Money well spent - amazing steam’ (GC8080 Intellicare)

‘Solid choice with great steam, though occasionally leaks’ (GC4340 Azur)

‘Reliable choice and great value’ (FV9140 Virtuose)

‘Not bad for light use’ (FV4190 Ultraglide)


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Methodology

• The UK cuttings were collected by Durrants and supplemented via a word search of UK press sources through Factiva.

• The online exposure was sourced through CyberAlert with additional coverage sourced via the Google Alerts service and Factiva.

• All media data was access via MediaProof from Media Audits, ABC, and the NRS.

• All relevant exposure was surveyed for the presence of key message, favourability, topic and uses of branding, ie within photography.


Philips Report

Business

Transcript of Philips Report